Thirsty Camel Victoria has partnered with Paramount Liquor following the group concluding its national arrangement with Metcash.

The partnership is effective from 1 September, with ALM maintaining existing Metcash services and operational arrangements until 27 September to support the transition.

Thirsty Camel Victoria said: “We’re excited to announce our new partnership with Paramount Liquor, bringing together two proudly independent businesses with a shared focus on supporting independent retailers to grow and thrive.

“For Thirsty Camel Victoria, this partnership gives our network access to greater scale, capability and opportunity, while allowing us to keep doing what we do best: building a strong brand, delivering great programs and creating value for our members and customers.”

Thirsty Camel Victoria CEO Adrian Moelands said Paramount Liquor’s strong presence in Victoria, the fact the wholesaler owns its own fleet and directly employs its drivers, plus the synergy of the group’s members being owner operators like the Paramount business were strong factors behind the decision.

The partnership will deliver an approximate 35% increase in Paramount’s Victorian sales volume. Paramount’s Bottle Stop stores will also become members of the United Innkeepers association.

Paramount Liquor Retail CEO Matthew Jeffrey said: “Great partners make for a great industry. Excited to see where we can take things with the Thirsty Camel team!”

The announcement follows Thirsty Camel Victoria hosting its biggest-ever member and supplier expo at Flemington Racecourse with more than 500 people in attendance and over 80 exhibitors.